Objectives & Outcomes: Explore ways in which producers market films (LO 3) Good: Identify and...
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Objectives & Outcomes: • Explore ways in which producers market films (LO 3) • Good: Identify and explain some film marketing techniques used by producers, giving examples (M) • Great: Explain in detail marketing strategies with clear examples of different types (M) • Even Better: Evaluate the effectiveness of marketing strategies, giving detailed examples (D)
Objectives & Outcomes: Explore ways in which producers market films (LO 3) Good: Identify and explain some film marketing techniques used by producers,
Objectives & Outcomes: Explore ways in which producers
market films (LO 3) Good: Identify and explain some film marketing
techniques used by producers, giving examples (M) Great: Explain in
detail marketing strategies with clear examples of different types
(M) Even Better: Evaluate the effectiveness of marketing
strategies, giving detailed examples (D)
Slide 2
The Dark Knight Marketing Campaign
http://sites.psu.edu/goldieleap/2014/07/23/the-dark-knight-viral-campaign-case-study/
Explore ways in which producers market films (LO 3)
Slide 3
The Film Posters . Explore ways in which producers market films
(LO 3)
Slide 4
Viral Marketing .. In 2007 Warner Bro set up a viral marketing
campaign by setting up a fake newspaper named The Gotham Times. An
interactive document online made to look real however in Chicago
they actually gave out hard copies of this newspaper helping to
promote the film. This campaign utilized the films tagline why so
serious? The site aimed to interest fans by having them earn what
they want to see. where emails sent by fans slowly removed pixels,
revealing the first official image of the joker. The link is:
http://www.whysoseriousredux.com/theg othamtimes/home.htm Explore
ways in which producers market films (LO 3)
Slide 5
Viral Marketing Continued .. During the 2007 San Diego
Comic-Con International, 42 Entertainment launched
WhySoSerious.com, sending fans on a scavenger hunt to unlock a
teaser trailer and a new photo of the Joker. On October 31, 2007,
the film's website morphed into another scavenger hunt with hidden
messages, instructing fans to uncover clues at certain locations in
major cities throughout the United States, and to take photographs
of their discoveries. The clues combined to reveal a new photograph
of the Joker and an audio clip of him from the film saying "And
tonight, you're gonna break your one rule." The link is:
http://whysoseriousredux.com/ http://whysoseriousredux.com/ Explore
ways in which producers market films (LO 3)
Slide 6
Viral Marketing Continued Completing the scavenger hunt also
led to another website called Rory's Death Kiss (referencing the
false working title of Rory's First Kiss), where fans could submit
photographs of themselves costumed as the Joker. Those who sent
photos were mailed a copy of a fictional newspaper called The
Gotham Times, whose electronic version led to the discovery of
numerous other websites. Those who sent photos were mailed a copy
of a fictional newspaper called The Gotham Times, whose electronic
version led to the discovery of numerous other websites. Explore
ways in which producers market films (LO 3)
Slide 7
Merchandise Burger King .. Fast Food franchise Burger King
linked up with The Dark Knight to produce a burger named the Dark
Whopper this followed with a series of adverts of Burger King
customers doing bad things branding the words bring out your dark
side to coincide with the films name. The fast food franchise also
designed a kids menu which came with a free toy of different
characters from the film such as batman & the dark knight.
Explore ways in which producers market films (LO 3)
Slide 8
Film premiere At the world premiere of The Dark Knight, instead
of the traditional red carpet it was black in honour of the late
Heath Ledger. The cast also dressed appropriately in dark coloured
outfits. Inside the premier an orchestra performed extracts from
the films score, complete with a light show featuring a Batman
signal. Outside the premier aspects from the film were on show such
as the iconic Batmobile. Explore ways in which producers market
films (LO 3)
Slide 9
The Dark Knight Teaser Trailer . A theatrical teaser was also
released with non-IMAX showings of I Am Legend, and also on the
official website. The sequence was released on the Blu-ray Disc
edition of Batman Begins on July 8, 2008. The teaser trailer was no
longer than a minute long and consisted of the bat logo in front of
bright light, gradually breaking up, revealing coming soon. Explore
ways in which producers market films (LO 3)
Slide 10
Behind the scenes Explore ways in which producers market films
(LO 3)
Slide 11
Official Merchandise The film, in line with Warner Bros,
released a range of official merchandise in fans could purchase
from their online website. This ranged from things such as mugs
& phone cases all the way to costumes & clothing. Explore
ways in which producers market films (LO 3)
Slide 12
Your Turn: Choose a current/recently released film. Research
the ways in which it has been marketed, producing a presentation
explaining how marketing strategies used. Consider: Print based
advertising Billboards Trailers Online/viral marketing websites
etc. Premieres Merchandise Synergy Chat shows/promotional
interviews. Explore ways in which producers market films (LO
3)
Slide 13
Objectives & Outcomes: Explore ways in which producers
market films (LO 3) Good: Identify and explain some film marketing
techniques used by producers, giving examples (M) Great: Explain in
detail marketing strategies with clear examples of different types
(M) Even Better: Evaluate the effectiveness of marketing
strategies, giving detailed examples (D)